Amazon going 'over the top' with plans for live TV streamed over the web?

Report claims Amazon in talks to battle cable TV

Update: Amazon has released a statement, denying the Wall Street Journal's report that it wishes to launch a live streaming TV platform.

"We continue to build selection for Prime Instant Video and create original shows at Amazon Studios, but we are not planning to license television channels or offer a pay-TV service," an Amazon representative said.

Original story continues below...

Amazon could be planning to make an even bigger splash in the television market by launching a live television streaming platform to compete against traditional television services.

The over-the-top network is in the "early stages" of planning, according to the Wall Street Journal, which claims Amazon has approached three major networks with a view to acquiring content.

The report doesn't explain how the live service would interact with Amazon's existing original and archive content services, such as Prime Instant Video in the United States and Lovefilm in the UK.

Over the top

Apple itself is rumoured to be interesting in acquiring live content for streaming purposes as part of its long-anticipated Apple iTV proposition, but reportedly hit plenty of hurdles in the process.

Can Amazon succeed in shaking up the TV industry by going all in on an 'over the top' network? It wouldn't be the first to make such a move; WWE made its play to change the future of television at CES when it announced a 24-hour live streaming channel over the web.